Alright – so today we’ve got the honor of introducing you to ERIN ASHFORD. We think you’ll enjoy our conversation, we’ve shared it below.

Alright, ERIN thanks for taking the time to share your stories and insights with us today. How did you learn to do what you do? Knowing what you know now, what could you have done to speed up your learning process? What skills do you think were most essential? What obstacles stood in the way of learning more?

On paper I learned from years spent at previous jobs. It is sometimes hard in the service industry to get to where I am now without “paying your dues” so to speak.. Out of high school I worked at Cracker Barrel, my first restaurant job. I learned so much there about serving food, talking to guests and the detailed organization of multitasking. The corporate model really was a great framework to start with.. I moved to Austin to finish school at Texas State and worked at Threadgill’s, an old school Austin institution built on southern food and live music. Seeing a similar model to Cracker Barrel but that felt more authentic and malleable to the city it was in felt exciting. I worked a few more local restaurants before I went on to work as a cocktail waitress at a hotel bar, Stephen F. Austin’s, downtown n the Intercontinental Hotel. This is where I really fell in love with the service industry and cocktails. I loved the fast paced environment. All of the elements of guest interaction but on full volume. The adrenaline of a busy happy hour or large wedding party, I thrived in it. I also loved the slow nights, where you see repeat guests coming in and already have their orders memorized and ready for them before they even ask. It was partially out of necessity that I started to learn more about cocktails and recipes. We were a small team at this bar and so everyone did all they could do and did it as fast as possible. If the bartenders weren’t making your drinks fast enough there was not much you could do while your guests stare at wait for you to bring them. Often during wedding parties or busy nights, I would go behind the bar and make my own drinks. At first I would just take a chance and try to make it taste as good as I could using the ingredients I knew were in the drink but eventually I started watching the bartenders, writing recipes down and memorizing their work. I got really fast by doing this and took pride in being a speedy and efficient server/cocktail waitress. When my friend who worked at a well established cocktail bar and restaurant, Qui suggested I apply I felt reluctant. She told me all it would take is a good attitude and that I already had some experience. When I went for an interview at Qui, I felt completely inferior. I didn’t know how to hold a Japanese jigger, I was slow, I didn’t know half of the niche ingredients on the back bar. I was out of my element in so many ways. My drive and positivity definitely were essential to this learning process, but it was also my skill of mirroring others that helped me quickly learn the steps. I made myself a sponge.

For me, sometimes I feel my situation has some luck involved because I was a little big older and had made friends and connections in the industry that helped open doors along the way. It is not always the case, especially as a young bartender, that you are given those chances. But either way, in our industry, you have to prove yourself every single day. This was no different for me. I definitely had to prove I deserved to be behind the bar at Qui, I had to prove I could take on the Bar Manager role at Olamaie, I have to prove that my drinks were worth ordering, that my menus are worth taking notice. And I continue to have to prove myself as a professional in a city full of bars and restaurants all the time, because a creative field doesn’t slow down, there are more and more places opening, new talent, new trends.

ERIN, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

Since 2016, I’ve been the Beverage Director and Assistant General Manager at Olamaie, the celebrated Southern restaurant helmed by three time James Beard finalist, executive Chef and owner, Michael Fojtasek. and now the James Beard nominated, Amanda Turner who has recently taken over as CDC. Throughout my time here, I’ve created critically-acclaimed cocktail menus and has helped cultivate the company’s ethos of providing hospitality and inclusivity. Erin’s cocktails have been featured in local publications such as; Eater, Time Out and Culture Map. I’ve gained recognition in numerous competitions and publications. Most notably I was named “Austin’s Best Bartender” by Culture Map, have been published in the “Southern Foodways Alliance: Guide to Cocktails” and have gained National recognition, being featured in Imbibe, PUNCH and Somm Journal.

While continuing to work at Olamaie in a limited managerial role, I’ve been focused on leading the service team and growing the company’s culture. I’m preparing to open forthcoming cocktail bar, Holiday in East Austin alongside my business partner, John DiCicco.

I feel beyond grateful and proud for all of the friends and colleagues who have helped me get to this point. I’m proud of being a bartenders-bartender. Knowledgable in the classics but not too showy, sharp on the fly while still providing hospitable and unobtrusive service. I love being a host! Helping guests celebrate, helping you try something new or just help you get your order in and be left alone if that’s what you want too.

What do you think is the goal or mission that drives your creative journey?

I’ve always felt a need to help people. Even when I didn’t fully know what I wanted as a career, I knew it would be something involving helping others. To support, inspire, lift up. A big part of my journey with wanting to open a bar of my own was not only driven by the want to have creative control over a project but also because I wanted to continue being a mentor. in the industry. I love helping train new bartenders. It’s amazing to watch someone learning a new skill or to watch a seasoned bartender learn a new trick to add to their skill set. It’s my goal to continue to be patient and kind as a leader. I had so many past mentors and peers help me along the way, I really want to give that back everyday.

Do you think there is something that non-creatives might struggle to understand about your journey as a creative? Maybe you can shed some light?

I still think there is a stigma about service industry professionals. Often times our jobs are viewed as lesser than or just for fun when in reality these are real skills that took years to prefect and our industry is extremely difficult one, especially coming out of the pandemic. Being creative and innovative in our industry has always been a challenge, what’s new and hip and will gain attention? Now, it is that same challenge but also add in new challenges of supply chain issues (yes, they are real), price increases and guests expectations of value. Ultimately this means that creativity now includes being even more resourceful. Before it maybe made sense to list name brands of ingredients on the cocktail menu, but if something name brand is out of stock like Campari and you need to substitute a different Italian bitter in the cocktail, then maybe you don’t write the name brand in order to save on printing if you’re printing in house and in order for the drink recipe to stay flexible. You have to think about the big picture even more now, which can feel like you’re held back in some ways creatively, but it can also make you sharper. I like the challenge, most days anyway! :)

Contact Info:

• Instagram: @ErinCaity
• Facebook: https://www.facebook.com/ErinCAshford
• Linkedin: https://www.linkedin.com/in/erin-ashford-175b5857
• Youtube: https://www.youtube.com/watch?v=C_gKlUR8LmA&t=616s
• Other: https://www.youtube.com/watch?v=2RAFr6F2Xp8&t=189s https://www.youtube.com/watch?v=SoMY4bHxBhU&t=623s